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2024.07
ROUGE&LOUNGE
루즈앤라운지
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CLIENT
(주)한섬
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INDUSTRY
Lifestyle, Retail -
SERVICE
Creative Strategy ,
Branding (BI)
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THE CLIENT
클라이언트
ROUGE&LOUNGE is an advanced contemporary accessories brand under Handsome Corporation, a fashion subsidiary of Hyundai Department Store Group. The brand name embodies a duality: "ROUGE" symbolizes women who are passionate about their work, while "LOUNGE" represents recharging through personal time. With a focus on craftsmanship, premium materials, and simple yet geometric patterns, ROUGE&LOUNGE presents a refined sense of enduring beauty—offering a unique, modern aesthetic rooted in restraint and sophistication.
루즈앤라운지(ROUGE&LOUNGE)는 현대백화점그룹 계열 패션저문기업 한섬의 어드밴스드 컨템포러리 액세서리 브랜드입니다. '일을 사랑하는 여성'을 상징하는 ROUGE와 '자신만의 시간을 통해 재충전하는' LOUNGE의 상반된 의미를 담고 있습니다. 장인정신과 고급스러운 소재, 단순하면서도 기하학적인 패턴으로 오랜 시간 지속되는 견고한 아름다움을 선보이며, 절제되고 현대적인 감각으로 유니크한 스타일을 제안합니다.
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THE OBJECTIVE
목적
The core objective of the ROUGE&LOUNGE brand identity (BI) renewal project was to reinterpret the outdated 2013 logo with a modern sensibility. This included improving readability and usability not only for retail store signage and product applications such as handbags and wallets, but also across digital environments, especially mobile platforms. YNL set out to build a timeless, modern visual identity that reflects the brand’s signature refined style—creating a robust visual asset that would support the brand’s sustained growth.
루즈앤라운지 BI 리뉴얼 프로젝트의 주요한 과제는 2013년 개발된 올드한 이미지의 로고를 현대적인 감성으로 재해석하고, 백화점 매장 사이니지, 핸드백과 지갑 등 제품에서의 활용은 물론 모바일을 비롯한 온라인 환경에서의 가독성을 개선하는 것이었습니다. YNL은 루즈앤라운지가 추구하는 절제되고 세련된 스타일을 기반으로 오랜 시간이 지나도 현대적인 감성을 유지할 수 있는 견고한 BI 디자인 개발을 통해 브랜드의 지속적인 성장을 뒷받침하는 시각적 자산을 구축하고자 했습니다.
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THE SOLUTION
해결방안
The original 2013 logo, characterized by an ornate, pen-drawn quality, lacked alignment with the brand’s contemporary and restrained image. It posed practical limitations in its application across various touchpoints including product hardware and store signage. YNL developed a new BI design grounded in the brand's ethos of white space and understated elegance. The redesigned logo serves as a cohesive visual anchor across collections and brand communications. Unlike the previous lowercase wordmark, the new logo features uppercase sans-serif typography that ensures excellent legibility and versatility. It reflects the brand’s refined sensibility through subtle stroke contrast and sophisticated detailing. The letter R incorporates an open crossbar, creating a sense of airiness, while its nuanced curvature adds elegance. The minimalist L, with its geometric form softened by a curved horizontal stroke, subtly conveys brand character. This refined typographic approach extends to the secondary logo composed of the brand’s initials, R&L, which enhances distinctiveness when used independently. The ampersand symbol connecting ROUGE and LOUNGE has been carefully crafted to embody the brand’s philosophy of balance between work and rest—delivering a sense of restraint, sophistication, and spatial clarity. With its precise yet minimal design language, the renewed logo visually expresses the modern refinement at the heart of ROUGE&LOUNGE.
2013년 개발된 기존의 로고는 펜으로 그린듯 화려하고 개성이 강했기에 절제되고 모던한 무드를 추구하는 루즈앤라운지의 브랜드 이미지를 반영하기 어려움이 있었고, 가방 제품이나 매장 사이니지에서의 활용에 어려움이 있었습니다. YNL은 여백과 절제된 아름다움을 추구하는 브랜드 가치를 반영한 BI 디자인을 통해 다양한 컬렉션과 브랜드 활동에 구심점이 되는 브랜드 자산을 개발했습니다. 기존의 소문자 로고와 달리 대문자로 개발된 산세리프 로고는 단순하고 여유로운 공간감이 반영되어 가독성과 활용성이 우수하고, 정교한 획대비와 세련된 표현으로 브랜드 고유의 감성을 담았습니다. 알파벳 R의 중간획을 개방하여 여유로운 공간감을 더했으며 세심한 곡선 표현으로 세련미를 전합니다. 미니멀한 구조의 알파벳 L은 기하학적인 특징을 강조하되 가로획에 곡선을 가미하여 브랜드 개성을 담았습니다. 이는 ROUGE&LOUNGE의 이니셜로 구성된 세컨더리 로고, R&L의 활용 시 타브랜드와의 차별적인 브랜드 정체성을 강화하는 요소로 활용됩니다. ROUGE와 LOUNGE를 연결하는 &은 일과 휴식의 균형이라는 브랜드 가치를 반영하여 절제된 세련미와 편안하고 여유로운 공간감이 돋보이도록 개발되었습니다. 단순하지만 정교한 터치가 담긴 신규 로고는 루즈앤라운지가 지향하는 현대적인 세련미를 시각적 자산으로 구현했습니다.
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